Society State

Society State We drive action + building connection using paid social for authentic brands. Specialising in Social

Society State offers a 'no fuss' approach, delivering honest digital marketing advice and strategic services to help your business build an engaged community, all while maximising sales and business growth. We work with a select group of clients to ensure that every client has our utmost attention, and we can build their 'Society State' [aka community] and get the best results possible.

22/12/2025

4.5 Years of Growth with leading Australian lifestyle brand

Over the past 4.5 years, we’ve had the pleasure of partnering with a leading Australian lifestyle brand to grow their digital advertising presence across Meta, Google, and Pinterest.

What we achieved together:
🚀Scaled Meta revenue from $90k → $580k+
🪴 Expanded advertising efforts into Google Ads and Pinterest Ads
💡 Developed a strategy that consistently drove measurable growth

As their business evolved, their advertising needs eventually outgrew the scope of our boutique agency - a sign of the incredible growth and success achieved together. While it’s bittersweet to step back, we’re genuinely excited for the next phase of their journey and proud of the results we’ve delivered.

➡️ They key takeaway if you’re an e-commerce brand or lifestyle brand: Focused, strategic digital advertising can fuel rapid growth — but the right approach needs to evolve as your business scales.

Want to chat about growing your business in 2026? 🤩 We’ve opened up limited new places for Ads Management clients (we’re a boutique agency for a reason! 😉).

19/12/2025

If you’re managing your meta ads in-house and want (affordable) support without long contracts - for strategy, creative, messaging, targeting and budgets our waitlist is open for our Partnered Performance Society.

In a nutshell it’s our monthly membership where you get group calls, office hours, up to date training & advice PLUS 3hrs of 1:2 support monthly to help you take control of your ads management.

We’re taking names on our waitlist for the next round which kicks off 1st February. Tap the link in bio or DM “PPS” and we’ll add your details. ✨

18/12/2025

Quick run… to your desk! 🏃🏼‍♀️🤣

Anyone else do this, or just me? Usually once I put Iris down from her nap (on the days Evie is at kinder/daycare) I’ll quickly make some lunch and then head straight to my desk - baby monitor in hand - to punch out as much work as I possibly can.

At the moment I’m able to get at least two solid hours, sometimes a bit more if I’m lucky. It’s a juggle, but I heard/ read somewhere recently that wealth for me right now is time with my kids. 🥰💡

Do you have competing priorities in work/ life? What are some productivity hacks you’d like to share?

17/12/2025

8 years in business and 8 lessons that shaped how I work, lead, and have built Society State to what it is today.

Progress over perfection.
Know your numbers.
Systems matter.
Adapt often.
Protect your boundaries.
Build sustainably.
Get your legals right.
And keep going - even when it’s quiet.

I’m beyond grateful for the growth, the hard lessons, and what’s still lies ahead for our boutique agency. 🤍

[Part 3: From Day One to Year 8: our 8th Biz Birthday celebration series] 🎉

10/12/2025

The impact creators and influencer are having on advertising strategy and our predictions for advertising shifts for 2026.

This year, 2025 will be known as the rise of Lo-fi content, the creator economy and video creation.

We’ve seen the likes of strong influencer-turned-investor campaigns such as Indy Clinton for , Tik Tok trends such as the Nicky Minaj challenge crossing over to Instagram, brands jumping on social trends (hello Taylor & Travis Engagement!) and the increase in using UGC and EGC style content in advertising.

Our (early) predictions for 2026:
▫️Advertising will continue to increase
▫️Long form video content will increase (YouTube), we’ll see an increase in brands leveraging advertising on platforms like YouTube via Google Ads
▫️Pinterest as a social media platform (and advertising) will continue to increase - however the ROI for brands will continue to be a conscientious point
▫️Brands will continue to leverage content creators and influencers - however will start to question fees/ pricing as fees continue to rise.
▫️We’ll see brands continue using Lo-fi content including content creator and influencer content in advertising, but brands will shift into more campaign style creative rather than always on/ reactive creative or creative based on best-performing organic content

What do you think is in store for 2026?

30/11/2025

[From Day One to Year 8: our 8th Biz Birthday celebration series] 🎉

After running ads for 8 years, we can confidently tell you the top 3 reasons most Meta + Google ads fail, and how to fix them. 👇

✨ No clear strategy or funnel
🎯 Poor targeting or broken tracking
💥 Weak creative + messaging

If you get these right? Your ads will finally start working for you, not against you.
Fix the basics. Scale the results. 🚀

28/11/2025

We let a sneaky birthday fly under the radar… last month Society State turned 8! 🎉 What an incredible eight years it’s been.

Instead of listing milestones, we’re spending the next few weeks sharing our best tips, lessons and behind-the-scenes highlights - to give back, support your growth, and help you achieve the kind of results our clients are seeing. 💞

I’m endlessly grateful for every past and present client we’ve had the privilege to partner with, and for the beautiful humans we’ve worked alongside - our team, collaborators and suppliers.

This space wouldn’t be what it is without you: our community, clients, business friends and colleagues. Thank you for every bit of support, guidance, friendship and encouragement.

Here’s to the next 8 years. 💖

[Part 1: From Day One to Year 8: our 8th Biz Birthday celebration series] 🎉

25/11/2025

From strategy decks and toddler negotiations, to 100 browser tabs and mum-taxi mileage… this is the crew making the magic happen 👇

Ali, Director
Powered by caffeine, client wins and toy clean-ups. Two kids, two Italian greyhounds, zero chill and big vision ✨

Dave, Digital Marketer & Account Manager
Climber, campaign optimizer and master of weird yet impressive useless skills (ask him about the unicycle). 0 kids, 0 pets, 100 tabs open 🧗‍♂️💻

Anthea, Account Manager
Your content hype-girl and event-planning queen. 3 kids, 2 labs, 1 husband and infinite mum-taxi kms 📅🐾

Here’s a little BTS from our brand photoshoot — the real faces behind the clever creative, conversion-driven ads and strategic growth 🚀

Performance Marketers Brand Shoot Behind the Scenes

14/11/2025

If you’ve been wondering why we haven’t answered the phone… 🎶 We’ve been kinda busy: In the last couple of week’s we’ve:
💥 Wrapped monthly reports
💥 Signed not one but TWO new clients
💥 Fired out proposals
💥 Booked Meta Ads Audits & BM Set Ups
💥 Run 1:1 coaching sessions
💥 Shot new brand photos
…Who says small teams can’t move big? 👀🚀”

06/11/2025

The difference between “let’s just boost it” and “let’s build a strategy”?

When you run ads with a strategy (and support) → you get results like this 👇
🧠 Strategy built
✍️ Ad copy + creative tailored for audience
📈 Campaigns designed for conversion

➡️ Our client achieved some epic results, with thanks to purchasing a block of hours to work with us to help them achieve the following results. 5 day sale results:
Spend: $428.37
Purchases: 77
Cost per purchase: $5.56
ROAS: 10.47

It’s time to stop throwing money at random ads — start building with intention.

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Melbourne, VIC
3000

Opening Hours

Monday 9am - 5pm
Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 4:30pm
Friday 9am - 5pm

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About Society State

We drive action + building connection using paid social for authentic brands.

Society State is owned and operated by Facebook ads specialist & Digital Strategist, Ali Wheeler.

With over 12 year's experience as a generalist and digital marketer, working in-house for a range of businesses including Australian beauty-care brand Natio, the Territory Insurance Office, Sole Motive (the brand behind Run Melbourne) and more, Ali has developed extensive experience creating and implementing solid marketing strategies.

Over the past five years, Ali has focused her experience on digital marketing and Facebook Advertising, falling in love with an ever-changing digital landscape and the results-driven advertising platform.